Future To Promote Official PlayStation 2 Magazine
Future Publishing has appointed NMI Group to handle a £300,000 integrated advertising campaign to promote its Official PlayStation 2 magazine.
The campaign, which represents Future’s largest single above-the-line spend to date, will run from August to December and will attempt to raise awareness of the magazine brand amongst PlayStation 2 gamers. Activity includes national press, TV and outdoor advertising, with promotions running across Future’s own portfolio of games magazines and other selected titles including Total Film, MBUK and The Official Manchester United Magazine.
Commenting on the campaign, Rob Pegley, publisher of Official PlayStation 2 Magazine, said: “With PlayStation 2 gaming becoming more mainstream, this is the right time for us to be giving the Official Magazine the support it needs to grow even further and become a leader in the entertainment magazine market as a whole – taking on the best-selling music and film titles.”
He added: “Timed to catch sales at their best, the Official PlayStation 2 Magazine campaign will build on the awareness of the Official Magazine brand and promote the title as console fever reaches its Christmas high.”
The increasing popularity of Sony’s PlayStation 2 console helped Future’s Official PlayStation 2 Magazine to see circulation increase by 53.7% to 125,895, according to ABC figures for the six months ending December 2001.
Future Publishing recently demonstrated its faith in the games magazine market (see Future Banks On Games Mag Market Growth) by announcing plans to increase the frequency of its Official PlayStation 2 Magazine brand extension, OPSM2: Special Editions from quarterly to bimonthly (see Future Increases Gaming Magazine Frequency). The publishing group also signed a deal with Sony for Official PlayStation 2 Magazine to provide branded content for its PlayStation website (see Official PlayStation 2 Magazine Goes Interactive With Sony).
Future Publishing: 01225 442 244 www.futurenet.com
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